The Athlete's Foot

The Athlete’s Foot is the largest retailer of athletic footwear in Australia. But its reputation for quality product and knowledgeable staff had resulted in an unintended consequence. It had become the go-to store for people with problem feet.

Meanwhile, the broader fitness landscape had shifted. Team sports were declining, replaced by individual pursuits and personal bests. For a brand that truly understood the science of feet, this was an opportunity to prove that data and insight could do more than diagnose problems – it could be the edge athletes need to take their performance to the next level.

So instead of shying away from the technical details, we put them front and centre. Because when it comes to performance, the smallest thing can make the biggest difference.

Precision and data became our visual and verbal language. The brand system was underpinned by two grids that could scan, annotate and highlight information, allowing us to showcase The Athlete’s Foot’s in-depth knowledge of product and fit. We brought the brand to life across every step of the customer journey, from retail, to ecomm, to packaging and even an app.

The end result wasn’t an athleisure brand. It was a brand for the everyday athlete who believes every breath, every flex, every last second counts.